Definition - DayParting is an optimization technique used in marketing by targeting ads by time of day and day of week.
Marketing - The advantage of DayParting is getting ads in front of users based on the optimal time of day and day of week that users are most likely going to convert.
Optimization
Optimize by day-parting isn’t as simple as measuring by conversion. It’s equally important to measure by engagement via clicks, etc.
Definition - Paid search is the buying of keyword(s) from a search engine for the sponsored ads.
Marketing - This is typically one of the top paid marketing channels for introducing users/customers for online marketing. It’s typically used for top of the funnel marketing in terms of branding and exposure but can also help finalize a sale or lead for a user/customer.
Optimization -
It’s important to identify keywords that drive quality users to your site. This can be measured by time on site and conversion rate.
Once keywords are identified - utilize phrase matching and related keywords for additional traffic
Make sure to identify and remove negative keywords that have negative roi and zero conversions.
Definition - SEM is the combination of organic search results based on a websites content and paid search via a search engine (i.e. google.com)
Marketing - SEM is becoming less effective with Social Media but it’s still important to utilize SEM as the key factor in introducing user to your brand and working the top of the marketing funnel.
Optimization -
Organic search is critical to getting on the 1st page search results
Paid Search although the cost is high is still an effective marketing channel for driving users to a website.
Utilizing strong content on related media sites like Facebook, Amazon, Yelp, etc is another way to get 1st page results.